“We are focused on independent and arthouse movies tailored for the Irish market. We started out in January offering streaming via our website and sharing movie content from inside a user’s Facebook page is an exciting next step in our evolution.”

She explained that the company is working with local distributors, like Momentum and Revolver, to bring Irish movies directly into Facebook.

Volta evolved out of an online initiative at Element Pictures and brings a huge catalogue of recent independent titles, which haven’t been shown outside arthouse cinemas in Dublin, to all broadband connected homes in Ireland.

The social viewing app allows film fans to instantly stream titles from the Volta catalogue while logged into their Facebook accounts. A central feature allows users to share films with their friends and make a rental purchase as a gift for a friend. App users can discover and choose films in many ways: tailored lists based on titles previously viewed by their friends, the most popular titles among the Volta Facebook community and also films based on the user’s current ‘likes’ and interests on Facebook.

Heffernan explained that Volta is part of a pan-European organisation of video-on-demand (VoD) platforms called Euro VoD united in the objective of bringing a large selection of Irish, UK, French, Italian, Spanish and German films to an appreciative online audience.

She said the plan is to develop the new Facebook channels for mobile devices, like smartphones and tablet computers.

“One of the major features of the Volta Facebook app is we often have films on Volta on the same day that they are released in the cinemas.

“The beauty of this is there are lots of people in Ireland who love independent and arthouse movies but just don’t live in proximity to the IFI or the Lighthouse cinemas (in Dublin) and this lets them catch the latest movies in a timely way,” Heffernan said.

Unlike any other video on demand services currently available in Ireland, Volta focuses on Irish films and independent world cinema, with titles to rent from €3.99 and to purchase from €6.99. There are no subscription fees and users can stream or download films in full.

Intriguingly, Volta is also unique in bringing selected films to the site ‘day-and-date’ with their theatrical release (on the same day that they are available in cinemas). New films on the service are otherwise made available at the same time as the DVD release. It is currently the only Irish VOD platform showing The Guard and other Irish highlights include The Secret of Kells, Garage and As If I’m Not There, with more added weekly.

Minister Deenihan, who spoke of the significance of the service for Irish consumers and the Irish film industry, said today: “This unique new service will bring the best of Irish and international independent films to a much wider audience than was previously possible.

Speaking at the launch, Element Pictures' Andrew Lowe stated: “We are delighted to launch Volta, the first Irish owned Video On Demand service in the Irish market. As an active production, distribution, and, since the re-launch of the Light House cinema in Dublin’s Smithfield, an exhibition company, we are uniquely placed to present and promote the best Irish and international independent cinema in a convenient and cost effective way.

"We are launching Volta now as advances in technology and broadband infrastructure make the service technically viable, changes in the retail sector make it essential to create a space where specialist cinema can be discovered and consumed, and there is an onus on the industry to provide safe and legal alternatives to pirated films. We are very pleased to launch Volta with The Guard available exclusively on our service.”

To browse Volta's catalogue of films, you can visit the site here. Does the Irish-centric approach of Volta appeal or do you prefer Netflix's subscription model? Let us know what you think of the service in the comments section below.